<\/p>\n
Dave Diederen is a Netherlands-based developer turned conversion rate optimization pro. He encourages ecommerce brands to test product pages, ads, and, well, everything.<\/p>\n
He says merchants often prioritize their sites\u2019 aesthetics over copy and content, a big mistake. \u201cContent and copy play a very big role in conversions, if not the biggest,\u201d he told me.<\/p>\n
In our recent conversation, he addressed conversion wins, product and home page tactics, A\/B strategies, and more.<\/p>\n
Our entire audio is embedded below. The transcript is edited for clarity and length.<\/p>\n
Eric Bandholz:<\/strong> Who are you?<\/p>\n Dave Diederen:<\/strong> I\u2019m the founder of Syntra, a conversion rate optimization agency in the Netherlands. I\u2019m a firm believer in testing and collecting as much data as you can. We do a lot of product page and listicle testing.<\/p>\n I encourage the brands we work with to test new advertising angles<\/a>, too, such as new creative.<\/p>\n Traffic that doesn\u2019t end up on a product page has no chance to buy. So I tell merchants to keep it simple, focus on what they have, and optimize it.<\/p>\n Bandholz:<\/strong> What is the minimum traffic volume for statistically reliable testing?<\/p>\n Diederen:<\/strong> I would focus on the number of orders, not traffic. A brand might have 100,000 visitors and just 20 orders. There\u2019s no way to judge that data accurately. So I aim for around 250 orders for an A\/B test<\/a>. That\u2019s more than enough.<\/p>\n Brands that do not have 250 orders should typically focus on advertising to increase the volume. Every business is different, however.<\/p>\n Bandholz:<\/strong> Which areas on ecommerce sites drive the biggest conversion gains from testing?<\/p>\n Diederen:<\/strong> Announcement bars are the biggest. Even single-product stores can leverage them well. Most sellers slap on an announcement bar and forget about it. Instead, always link it to a product page, regardless of the promotion. Visitors tend to click on announcement bars.<\/p>\n Another mistake I see is not showing the price<\/a> under a product title or above the fold in the product page description. Unfortunately, brands often show it in the variant selector or in the add-to-cart button.<\/p>\n If you\u2019re selling supplements, address the ingredients. Comparison charts work well for fashion and healthcare.<\/p>\n Reviews always work well.<\/p>\n Other items are low priorities for conversion. FAQ sections and social proof can go at the bottom of the page, although it depends on the industry.<\/p>\n Brands don\u2019t realize how many visitors divert to the home page. Visitors may start on a product page<\/a>, click the company logo, and end up on the home page. But most brands don\u2019t optimize their home page. A strong home-page hero image is a good place to start, whether it\u2019s a lifestyle or product image.<\/p>\n Bandholz:<\/strong> How does copy impact conversions?<\/p>\n Diederen:<\/strong> It\u2019s very important, way more than most merchants think. Most focus on a site\u2019s appearance, but trust me, the look and feel aren\u2019t as important. At the end of the day, what matters are the products.<\/p>\n Be specific about your product\u2019s benefits and the problems it solves.<\/p>\n So, yes, content and copy play a very big role in conversions, if not the biggest.<\/p>\n Bandholz:<\/strong> What is your take on email pop-ups?<\/p>\n Diederen:<\/strong> It depends on how many visitors respond. If you get a lot of signups from pop-ups, it makes no sense to remove them. I\u2019ve tested hiding pop-ups for four brands, and it has mostly reduced sales.<\/p>\n So I say don\u2019t get rid of pop-ups, although don\u2019t overdo them either.<\/p>\n Bandholz:<\/strong> Where can people follow you, support you, hire you?<\/p>\n Diederen:<\/strong> Our site is SyntraLabs.com<\/a>. Follow me on X<\/a>. I\u2019m also on LinkedIn<\/a>.<\/p>\n<\/p><\/div>\n